Marketing is a process of creating or satisfying customer needs by providing goods or services (Harrogate Borough Council, 2012). Whereas, in the world of marketing, communication is the process through which the organization and its audience are connected to each other (Harrogate Borough Council, 2012). Marketing communications is a management method through which an organization joins its different assemblies whereby the organization must know how to present messages for the assemblies of recognized stakeholders by understanding the natural communications environment of the public, before evaluating and acting on the responses (Fill, C. & Jamieson, B., 2011). Therefore, one should have the ability to critically evaluate the business connection strategies adopted by an organization in order to better understand the business connection (Fill, C., 2002) in a world of marketing communications. The chosen organization that will be discussed for this assignment is Astro Malaysia Holdings Berhad. The main reason why this organization was chosen is because Astro Malaysia Holdings Berhad is one of the successful and most integrated media entertainment groups in Malaysia and also in Southeast Asia. Therefore, checking the marketing communication tools used by Astro Malaysia Holdings Berhad is necessary to verify the effectiveness of the marketing communication. “Astro” is the brand name of Malaysian Direct Broadcast Satellite (DBS). The name Astro resembles "all-Asian satellite radio and television operator". Astro has the capacity to broadcast digital satellite TV and radio to every household in Malaysia and including Brunei. Astro Malaysia Holdings Bhd also operates the All Asia Broadcast Center which is located in......middle of paper......work (2012) Astro Digital Publications. Available at: http://www.astro.com.my/astroview/index.html (accessed April 27, 2014).Mexican Declaration (1978) The Place of Public Relations in Management Education. Public Relations Education Trust, June.Schultz, D. and Kitchen, P. (2000) Communicating Globally: An Integrated Marketing Approach London, Macmillan Business.Schultz, D., Tannenbaum, S.I. and Lauterborn, R.E. (1994) Integrated Marketing Communications, Chicago, NTC Business Books.Urban Wallace Associates (2005) Develop marketing communications or a sales message. Available at: http://www.uwa.com/compadv_b_003.pdf (accessed 26 April 2014).Wilson, A. (2001) Creating a Climate for Change- The Case for Media Neutral Planning and How to Get There, ATG UK. Available at: http://www.marketing-society.org.uk/downloads/climate-change-mnp.pdf (accessed 28 April 2014)